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Cheetos was launching its biggest innovation in years: Cheetos Popcorn, which is popcorn covered in the brand’s iconic, cheesy, orange dust (now known as Cheetle). The problem: while it tastes great, not everyone sees this dust as a good thing. It’s messy and gets all over hands and everything else. But rather than dwelling on the negative, Cheetos decided to make this a strength of the product launch by turning cheesy, messy hands into a superpower. It introduced this concept through a campaign that gave MC Hammer’s iconic track U Cant Touch This new meaning on its 30th anniversary.